Follow-up and tracking results
Measuring your success and following-up
One of the key benefits of direct marketing is that it’s measurable. So you can easily track how your direct mail campaign is going. You can tell how many people responded, how many of them were converted to a sale and what that is worth to you over the long term. It also helps identify possible improvements from segmentation through to communication.
This again is where a simple spreadsheet is an excellent tool for tracking small mailings. You can add an extra column or two to the spreadsheet and devote them to the results of the communication. For example:
| First name | Last name | Address 1 | Address 2 | Suburb | State | Postcode | Appointment booked? | Follow-up call made? |
|---|---|---|---|---|---|---|---|---|
| John | Smith | Unit 3 | 3 Sample Street | Sample town | Sample state | 9999 | Y/N | Y/N |
Following-up
While the direct marketing mailer starts the conversation, the follow-up call is very important step in getting your clients to act now.
The follow-up call is the key role of the accounting practice in this direct marketing program, as you have the direct relationship with these clients. Making this simple courtesy call can significantly lift results. We suggest you call clients within one week of the mailing going out.
Click here for a copy of the call guide.
Perpetual Private Clients advice and services are provided by Perpetual Trustee Company Limited (PTCo), ABN 42 000 001 007, AFSL 236643. This information has been prepared by PTCo. It contains general information and is not intended to provide you with advice or take into account your objectives, financial situation or needs.
